Here’s how the chart works: The “100” line marks a midpoint. An index score of 150 on the conservative side, for example, means self-identified conservatives are 50 percent more likely to prefer that brand than the average adult consumer.
The research confirms some familiar stereotypes—liberals like Subarus, conservatives prefer Chevys—but also reveals some surprisingly wide splits when it comes to beauty supplies, soft drinks and even baking products. Both sides still see almost eye to eye in one category: domestic beer. Cheers!